New York, NY (March 19, 2026) – For Vipp Jaswal, negotiating a tough crisis is nothing new. Over his esteemed 35+ year business career, he has negotiated the release of hostages in the Middle East and helped guide Fortune 500 companies through major crises including the aftermath of the 9/11 attacks, the 2008 financial crash, and the dot-com collapse. As someone who has never backed away from a challenge, it probably shouldn’t come as a surprise when the former hostage negotiator put that experience to a new test – tackling an age-old problem associated with bathroom hygiene. What Jaswal has done is create a solution that effectively addresses an age-old problem and is bringing new hope and relief to a long-standing but often overlooked problem.
You might ask how one goes from negotiating the release of hostages to turning his attention to bathroom hygiene. For the New Jersey-based entrepreneur, it all started with a serious medical condition. After a heart attack, Jaswal found his skin to be particularly sensitive and leathery. The dry toilet paper available to him irritated his skin, so he considered wipes, but soon realized they all contained unhealthy chemicals and do not disintegrate in water, resulting in clogged toilets which require a professional plumber and costing homeowners $15,000 to $20,000 per incident by most estimates. So, the lifelong problem solver did what he does best — he found a better solution.
That’s right, after much thought and investigation, together with his wife, Jasmine, he founded Butt Co., a personal hygiene company and introduced its first product — Butt Champagne™, a botanical cleansing foam designed to be applied directly to standard toilet paper, providing an elevated cleanse as a much more effective alternative to wipes and even bidets which rinse but doesn’t clean. And the product is all-natural and is made entirely in the United States and is the first in a series of products Jaswal had in mind to further support better bathroom hygiene.
This new product is quietly (for now) disrupting an industry dominated by ineffective solutions, each of which has serious limitations and Jaswal contends more people are embracing his product as they become aware of it.
Below, Jaswal shares more about the inspiration behind Butt Co. and the thinking behind Butt Champagne.
Q&A with Butt Co. Founder Vipp Jaswal
What led you to develop Butt Co.?
“A heart attack will make you question everything. For me, that included something nobody talks about — bathroom hygiene. My skin became hypersensitive. Chemically soaked toilet wipes burned. Bidets rinsed but didn’t cleanse. And dry wiping’s smudging and smearing was never really doing the job to begin with. My wife and I asked a simple question that nobody had properly answered: why does every other part of our body get a wash and a cleanse, but not this? So, we stopped waiting for someone else to solve it.”
How is Butt Champagne different from wipes?
“Wipes try to solve one problem and create three more. They’re soaked in unfamiliar chemicals, expensive and mislead with their marketing claims of being flushable and made in the USA (even the ones marketed as flushable are quietly destroying plumbing systems across the country). Over 90% of sewage problems are caused by wipes.
Butt Champagne takes a completely different approach — it works with your toilet paper, not against it. One pump of foam and you get a genuine botanical cleanse without the chemical cocktail, the cost or the plumbing nightmare.”
Why do you believe traditional toilet hygiene practices are outdated?
“Think about every other hygiene habit you have. Hands — soap and water. Face — soap and water. Hair — soap and water. Now explain why the most bacteria-prone part of your body gets treated primitively? Dry wiping smudges and smears. Toilet wipes are soaked in unfamiliar chemicals. Bidets just spray water. It’s the biggest overlooked hygiene failure in modern life and society has just normalized something that was never really working. That’s not tradition — that’s a gap. And gaps are where the best businesses are built.”
How does Butt Champagne fit into people’s existing routines?
“The best innovations don’t ask you to change your life. They quietly make it better. Butt Champagne doesn’t reinvent your routine. It upgrades it. One pumps of foam on toilet paper and you’ve gone from dry wiping to a genuine botanical cleanse. Same habit. Completely different result.”
Who is Butt Champagne designed for?
“We didn’t build this for a niche. We built it for anyone who’s ever thought there must be a better way towards better personal toilet hygiene at a better price. Butt Champagne is for anyone who holds themselves to a higher standard — in business, in life, and apparently now in the bathroom. If you want a complete botanical cleanse without the drawbacks associated with chemical-soaked wipes and even bidets, this was built for you. It’s portable, it works with regular toilet paper, and it goes wherever you go. Because good hygiene shouldn’t be expensive and shouldn’t stop at your front door.”
End of Q&A
Butt Champagne is crafted from plant-derived ingredients — sunflower oil, coconut oil, rosemary extract, and deionized water — delivering a genuine botanical cleanse every time. Applied directly to regular toilet paper, it upgrades the cleaning routine like nothing else. Available in a 5.5oz bottle for daily use and a 1.69oz mini for travel, true hygiene goes wherever you go.
Butt Co. isn’t here to reinvent anything. Just to fix the one daily habit the entire world got wrong by upgrading a routine that billions of people have never once questioned.
To learn more about Butt Co and Butt Champagne, visit thebuttco.com or follow the brand on Instagram and TikTok.
About Butt Co.
Butt Co. is an innovative personal hygiene company founded by entrepreneur Vipp Jaswal and his wife to improve one of the most overlooked steps in daily care. After surviving a heart attack that left him with heightened skin sensitivity, former hostage negotiator, and Fortune 500 C-Suite leader, Vipp Jaswal found himself confronting a problem nobody in his world was talking about — the most basic daily hygiene routine was broken, and nobody had fixed it. The result is Butt Champagne™ — a botanical cleansing foam that turns ordinary toilet paper into a genuine cleanse, without wipes, bidets, or any disruption to the routine people already follow. Formulated with sunflower oil, coconut oil, rosemary extract, deionized water and made in the United States, Butt Champagne is available in a 5.5oz daily bottle and a 1.69oz travel size. Butt Co. also donates a portion of every sale to the American Cancer Society, the Alzheimer’s Association, and St. Jude Children’s Research Hospital.
MEDIA CONTACTS:
Southard Communications
Maria Habermann
[email protected]
617-913-5799
Allie Wilson
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215-518-9792
